Travel Tech Provider

C-level customer satisfaction

As a leading provider of software to the travel industry, our client operates in a highly competitive environment. They face challenges from established legacy companies, as well as agile start-ups and even their own customers’ in-house development teams. It’s critical that they continually strive to remain at the top of their game. That means being truly connected to your customers; knowing how they experience your brand, your product, your service. It means repeatedly improving and learning how to evolve; even when you might not like it. It means a deep and strategic focus on customer-centricity; a willingness to put the customer at the heart of everything you do.

Our client wanted to undertake a programme of Customer Satisfaction amongst airlines. Our work focussed on C-level – CEOs, CIOs, CTOs from major airlines around the world.

We kicked off the project with a series of briefing meetings with our clients’ global and regional teams. We’ve worked with the client for a long time now, and still, we knew there was stuff we needed to get our head around. The only way in which we could do that was to really engage with them from the start – to understand their products and processes inside out. Then came recruitment and fieldwork. With an ambitious target number of interviews, each one lasting 30 minutes, we knew we had a challenge on our hands. We worked very closely with the client throughout, sharing back recruitment progress in a structured way, looking for opportunities to improve the sample quality and gain new contacts. Our interview guide was designed to get to the heart of the matter quickly. All our interviews were recorded, transcribed and inputted into an online platform to give the client and their stakeholders full visibility of the results. Our team of specialist B2B interviewers had weekly update calls with the client where we shared findings, created hypotheses and thematic learnings.

An Executive Summary, created by our graphic designer, went to the CEO. A detailed powerpoint report sat behind that, along with 5 regional reports, and summaries for each of the airlines we spoke to (that’s a lot of reports!) Plus, our client and their stakeholders had full access to the customer feedback via the online platform.

It’s a challenging time for the travel tech industry. The competitive set is ever-evolving and the landscape is fundamentally shifting as new policies and regulations come into place. Our study revealed the extent to which C-level are considering the value equation far more carefully than ever before, and just what the client needs to do to get in front of that. We continuing to work with the client on an ad-hoc basis off the back of this project as our work has revealed new and diverse exploration areas for the company.